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Converging Sustainable Entrepreneurship and the Contemporary Marketing Practices. An Insight into Romanian Start-Ups

Author

Listed:
  • Cristian Valentin Hapenciuc

    (?tefan cel Mare” University of Suceava)

  • Florina Pînzaru

    (National University of Political Studies and Public Administration)

  • Elena-Madalina Vatamanescu

    (National University of Political Studies and Public Administration)

  • Pavel Stanciu

    (?tefan cel Mare” University of Suceava)

Abstract

Over the past years, the issue of sustainable entrepreneurship has coagulated multiple research interests due to the fact that it integrates three main pillars, namely human resource management (people) and the concerns for planet protection and for the economic effectiveness sustained by profit. The rapid social and economic transformations have imposed the assumption of an integrative perspective, especially to the organizations oriented to ensure their viability on the market and industry. Hereby, researchers believe that such an approach should be indicative of start-ups which should advance feasible solutions to market imperfections through innovative products and services and through effective marketing models. Against this backdrop, the present paper aims to investigate the correlations between sustainable entrepreneurship and the marketing types articulated by the Contemporary Marketing Practices (CMP) research program, relying on a questionnaire-based survey conducted with 104 start-up entrepreneurs in Romania. As the findings show, the discussed marketing types often discretionary correlate in practice with the most important dimension of sustainability that is people.

Suggested Citation

  • Cristian Valentin Hapenciuc & Florina Pînzaru & Elena-Madalina Vatamanescu & Pavel Stanciu, 2015. "Converging Sustainable Entrepreneurship and the Contemporary Marketing Practices. An Insight into Romanian Start-Ups," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 938-938, August.
    • Handle: RePEc:aes:amfeco:v:40:y:2015:i:17:p:938
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    References listed on IDEAS

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    1. Hockerts, Kai & Wüstenhagen, Rolf, 2010. "Greening Goliaths versus emerging Davids -- Theorizing about the role of incumbents and new entrants in sustainable entrepreneurship," Journal of Business Venturing, Elsevier, vol. 25(5), pages 481-492, September.
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    4. Andrei Maxim, 2009. "Relationship marketing – a new paradigm in marketing theory and practice," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 56, pages 287-300, November.
    5. Daniela IONIŢĂ, 2012. "Entrepreneurial marketing: a new approach for challenging times," Management & Marketing, Economic Publishing House, vol. 7(1), Spring.
    6. Hall, Jeremy K. & Daneke, Gregory A. & Lenox, Michael J., 2010. "Sustainable development and entrepreneurship: Past contributions and future directions," Journal of Business Venturing, Elsevier, vol. 25(5), pages 439-448, September.
    7. Soares, Ana Maria & Farhangmehr, Minoo & Shoham, Aviv, 2007. "Hofstede's dimensions of culture in international marketing studies," Journal of Business Research, Elsevier, vol. 60(3), pages 277-284, March.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Patrizia Gazzola & Gianluca Colombo & Roberta Pezzetti & Luminița Nicolescu, 2017. "Consumer Empowerment in the Digital Economy: Availing Sustainable Purchasing Decisions," Sustainability, MDPI, vol. 9(5), pages 1-19, April.
    2. Florina Pînzaru & Paul Dobrescu & Alexandra Vițelar & Ion Moldoveanu & Adina Săniuță, 2023. "Linking Sustainability-Driven Factors and Online Knowledge Sharing in Business: A PLS-SEM Analysis," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    3. Pedro Soto-Acosta & Diana-Maria Cismaru & Elena-Mădălina Vătămănescu & Raluca Silvia Ciochină, 2016. "Sustainable Entrepreneurship in SMEs: A Business Performance Perspective," Sustainability, MDPI, vol. 8(4), pages 1-12, April.
    4. Elena-Mădălina Vătămănescu & Patrizia Gazzola & Violeta Mihaela Dincă & Roberta Pezzetti, 2017. "Mapping Entrepreneurs’ Orientation towards Sustainability in Interaction versus Network Marketing Practices," Sustainability, MDPI, vol. 9(9), pages 1-18, September.
    5. Ruxandra Bejinaru & Cristian Valentin Hapenciuc & Iulian Condratov & Pavel Stanciu, 2018. "The University Role in Developing the Human Capital for a Sustainable Bioeconomy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 583-583, August.
    6. repec:aud:audfin:v:20:y:2018:i:49:p:583 is not listed on IDEAS
    7. Elena Dinu & Elena-Mădălina Vătămănescu & Roxana-Maria Stăneiu & Mihaela Rusu, 2023. "An Exploratory Study Linking Intellectual Capital and Technology Management towards Innovative Performance in KIBS," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    8. Agnieszka Konys, 2019. "Towards Sustainable Entrepreneurship Holistic Construct," Sustainability, MDPI, vol. 11(23), pages 1-33, November.
    9. Irina-Eugenia Iamandi & Laura Gabriela Constantin & Bogdan Cernat-Gruici, 2016. "Social and Environmental Considerations within the IT Sector: Evidence from Romanian Start-Ups," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 19(62), pages 73-94, December.

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    More about this item

    Keywords

    Sustainable entrepreneurship; Contemporary Marketing Practices; Start-ups; People - environment - profit; Entrepreneurial marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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